markt case study 9 (1)
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Delhi Technological University
Delhi
Marketing Management Case Study
On
NEHA AUTO FILTERS LTD.
Submitted to:
Dr. P.K. Gupta
Prepared by:
Mayur Pahwa(28)
Meera Hans(29)
Saurabh Arora()
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Cont
Rumours spread that a big contract is likely tobe cancelled and there are going to be somelayoffs.
Productivity falls and Workers approach theirunion leaders and threaten to go on strike.
When the management comes to know aboutthe strike they are taken aback as they couldnot understand how the this situation came inexistence.
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Management then explains to the workers
that this is not true and the engineers havebeen called to increase the capacity of the
plant.
And also that the company has been able tosecure a bigger contact than the one
cancelled.
But still a notice was given to the
management that there will be a one daystrike.
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Problem Identified
The Management is not able to convince the
workers.
Communication gap exists between the
Management and the workers.
A) The foreman does not know the purpose of
the visit of engineers.
B) The notice of saving electricity is conveyed ina confusing manner.
C) The foreman does not consult the upper
management .( assumption)
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Cont
Rumours develop because of thiscommunication gap.
The production manager has no convincing
ability as the workers are not convinced to
what he says and go for a 1 day strike.
There was no written communication which
could act as a proof and also convince the
workers on the purpose of the visit of theengineers and the cancellation of the big
order.
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Q1. Discuss the communication problem that
arose in the company.
The lower managers i.e. Foreman was not told the
reason for the visit of the engineers.
The notice gave instructions to the workers to shutdown lights but they could have added that this is being
done to save electricity , no reason was given to the
workers. This led to confusion and birth of rumour.
Workers approached Foreman but he was not able to
answer their queries, and he did not took the initiative
to ask the upper management. This shows the
communication problem .
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The upper management was not aware of
what's happening and approached the lowermanagement and workers only when they
were informed about the strike.
No explanation was given to the workers as
to why the order is cancelled.
The explanation of the production managerwas not up to the mark to convince the
workers.
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Q2.Comment on the process of management of
change in the organization.
The process of change was not handled
carefully as lower management and the
workforce was completely unaware to the
changes i.e. no information was given to them
Management was so engrossed in planning
for the future that it became clueless about
the present therefore it was surprised to hearabout the rumour.
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Q3.Give your advice to the production manager
as to how he should proceed and tackle the
situation now.
Our Suggestions:-
The workers should be directly approached
by the upper management in the presence of
the middle level management , and a written
notification ( explanation ) should be given to
them.
They should explain them the reason for thevisit of the engineer and the shut down
notice.
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Since the management needs to hire more,they should immediately put up a notice
stating the requirement of new workers. Thiswill make them safe about their job.
The workers can also be given an incrementin their salary ( if possible).
The new order received, can be shown tothem to convince them that their jobs aresafe.
For the future, we recommend themanagement to be fully aware of whatshappening and put up detailed notices toavoid confusion and rumours.
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